“Before you speak, define your objective.”
I used to hear that advice all the time—and honestly, I didn’t fully get it.
What does it really mean to “define your objective” in public speaking?
If you’ve ever asked yourself the same thing, I’m here to break it down for you. Understanding why you’re speaking is the starting point of every great speech. It gives you clarity, control, and confidence—especially when nerves kick in or you lose your train of thought.
Let’s simplify it.
🎯 The 4 (or 5) Core Objectives of Public Speaking
Every time you stand up to speak, you’re doing it for one or more of the following reasons:
1️⃣ To Inform
This is the foundation of communication: sharing knowledge or facts without persuading or directing action.
Think of a news anchor, a teacher, or a company update.
When your goal is to inform, your focus is on clarity and structure. You want your audience to understand, not necessarily to agree or act.
2️⃣ To Influence
This takes things a step further.
When you speak to influence, you’re trying to shift beliefs or change perspectives.
For example, convincing your audience that effective communication is the key to career growth.
Influence is subtle but powerful. You’re not forcing action—you’re reshaping how people think.
3️⃣ To Inspire
Inspiration goes beyond belief. It leads to action.
When you encourage someone to take a bold step, sign up for a course, start that side hustle, or say yes to a new opportunity—that’s inspiration.
Here’s the key difference:
- Influence changes minds.
- Inspiration moves hearts and leads to action.
That’s why I often say:
Marketing influences. Sales inspires.
4️⃣ To Entertain
Yes, public speaking can also be fun!
Whether you’re a comedian, MC, or simply telling a captivating story, you may be speaking just to make people enjoy themselves or connect through laughter.
Even as a leader or trainer, using humor and storytelling can lighten the moment and deepen engagement.
A message wrapped in joy is remembered longer.
5️⃣ (Bonus) To Impress
Let’s be real. Sometimes we speak to stand out.
You might want to:
- Make an impression on the CEO in the room,
- Deliver a keynote that opens new doors,
- Or speak in a way that makes people say, “Wow, who was that?”
There’s nothing wrong with wanting to be memorable—as long as your message is rooted in value.
It’s not about ego—it’s about impact.
💡 Why This Matters
When you know your objective before you speak:
- You stay focused (even if you forget your words).
- You allow your natural flow to kick in.
- You communicate with purpose and power.
And here’s a timeless truth:
There is no great leader, businessperson, or changemaker who is not also a great communicator.
🚀 Ready to Speak with Purpose?
If you’d like to:
- Overcome stage fright,
- Structure your message clearly,
- Influence and inspire your audience…
Then it’s time to level up your communication skills.
Join us in Fluence 101: The Public Speaking Course
A practical, proven program to help you speak confidently in meetings, presentations, pitches, or on stage.
👉 Comment “#SpeakingClasses” below or click here to register
Written by:
Apuuli Babigumira
Public Speaking & Knowledge-Based Business Coach
Helping professionals speak, sell, and scale with confidence.